MoMA

A new web concept for a new MoMA

Web design concept

2019

moma.org

The Museum of Modern Art in New York (MoMA) is one of the most influential art museums in the world and hosts one of the most diverse and thought-provoking works of modern and contemporary art. It is a place that celebrates creativity and provides inspiration, explores art, ideas and the issues of our time.

Problem

MoMA was undergoing a major redesign and expansion. This update needed to be reflected in the visual design of the brand and website. The new brand articulation was first and foremost developed with the museum's physical space and print material in mind.

Solution

Together with the MoMA team we developed a solution to bring their new brand onto their digital platforms. We developed a solution which made the application of the brand more fluid and responsive, creating a usable digital experience reflecting their new identity.

We came together with the Brooklyn-based design studio Order and the MoMA design team in New York for a kick off sprint. We went through the new and updated visual identity and explored potential solutions to the challenges they faced implementing the new brand on their digital platforms. After the sprint, we continued to explore applications of the identity until we settled on the approach that could work across all of the museum’s digital platforms.

The Grid

The foundation for the new application of the identity to a digital identity was the 12 by 12 pixel grid. The museum’s team had created basic column layouts but it was unclear how this translated into a usable digital experience. In response we developed a responsive grid system based on the 12 by 12 pixel grid but made for the more fluid digital and online applications.